Hunky Dorys
The Crinkler Recruitment campaign
How we turned a product descriptor into a social recruitment campaign.
We acknowledged that while Hunky Dorys was an Irish crisp favourite, their online presence was less impactful than their flavour. We tasked ourselves with developing Hunky Dorys’ social presence and in turn, building their online follower base. We developed a social storyline that links directly to a characteristic of the product, its infamous crinkles. Using social media as our platform, we created a ‘crinkler recruitment campaign’ which urged users to audition, using our voice-activated AR filter, for the role of the new Hunky Dorys ‘crinkler’. See the storyline of our social campaign unfold below.
(Link to Christy the Crinkler TVC - https://www.youtube.com/watch?v=fQIKtSIywLI)
For ROTHCO | Part Of Accenture Song.
Social Content
To launch the campaign, using his newfound fame, Christy began creating socially relevant content by engaging in trends on platforms TikTok and Instagram. This boosted Hunky Dorys’ engagement and follower count while taking Christy away from his crinkling duties
Results
Crink-o-meter
Christy’s hard work on socials means that a packet of uncrinkled crisps leaves the factory. We set out to employ new crinklers to crinkle the infamous Hunky Dorys crisps. Potential recruits applied through our voice and facial recognition-activated AR filter which allowed them to crinkle crisps there and then.
‘Crinkled By’ stickers
To bring the social element of the campaign into physical stores, we will create ‘Crinkled By’ stickers that highlight the applicants who had what it takes to be a crinkler. These stickers will be placed on individual packets of Hunky Dorys in stores nationwide.
